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Retail Innovation Series

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From Bankruptcy to Billion-Dollar Vision: True Religion’s Marketing Playbook

Chapter 1: The Rise and Fall of True Religion
True Religion was once a staple in the fashion world, especially in the early 2000s when celebrities and pop culture icons were spotted in the brand’s signature denim. From rappers to athletes, the brand’s unique style became synonymous with the intersection of hip-hop and high fashion. But, like many once-thriving companies, True Religion faced tough challenges in a rapidly changing retail environment. After filing for bankruptcy in 2017 and again in 2020, it seemed like the brand’s story might be coming to an end. However, True Religion wasn’t ready to fade away just yet.

Chapter 2: Enter Kristen D’Arcy
Amid the brand’s turnaround efforts, the brand’s leadership welcomes Kristen D’Arcy  to step in as True Religion’s first-ever Chief Marketing Officer. With a career that spanned both digital and brand marketing, Kristen saw potential in the brand’s deep cultural connections. She believed that True Religion could recapture its place in the market by embracing its roots while also evolving with the times. In her interview on OFFBounds, she shared how Michael Buckley, the CEO of True Religion, convinced her that the company could once again become a billion-dollar brand.

Chapter 3: Reimagining Marketing for a Modern Audience
Under Kristen’s leadership, True Religion focused on reconnecting with today’s consumers. She leaned into the brand’s historical association with music and sports, capitalizing on organic partnerships with modern influencers and musicians like Ice Spice, Lotto, and Drake. One of her key initiatives was the launch of the “Team True” program, an influencer marketing strategy that has seen incredible engagement and brand awareness. With metrics showing higher-than-average social media interaction and impressive sales conversions, Kristen’s approach has clearly been paying off.

Chapter 4: A Vision for the Future
Looking ahead, Kristen D’Arcy sees True Religion continuing to evolve into a digital-first brand while staying true to its roots in music, sports, and culture. She has set ambitious goals to scale the “Team True” program, deepen customer loyalty, and expand True Religion’s presence both online and in physical stores. In the OFFBounds interview, Kristen emphasizes that this journey is far from over. With a renewed sense of purpose and an energetic marketing strategy, she believes that True Religion is well on its way to becoming a billion-dollar company once again, proving that even the most iconic brands can find new life.

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